<![CDATA[Abstract This study aims to identify the effect of green advertising and environmental quality awareness on green purchase behavior through environmental attitude as an intervening variable on Milo gen-Z consumers in Semarang City. This research uses quantitative methods. Data collection used a questionnaire instrument distributed online and analysis using Partial Least Square Structural Equation Modeling (PLS-SEM). The result showed that green advertising has no effect on green purchase behavior. Environmental quality awareness and environmental attitude have a positive effect on green purchase behavior. Green advertising and environmental quality awareness have a positive effect on environmental attitude. Therefore, Milo is expected to deepen the green advertising message and prove that they really want to commit to the environment, not just a marketing strategy. Future researchers are expected to explore other generation and other related variables, such as influencer campaigns, and the level of customer satisfy action in sustainable products.]]>
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